Google Business Profile posts, offers and events for hotels: what you can post, the rules and whether hotels can use them

Updated: 10 November 2026

Google Business Profile posts (formerly Google My Business) appear on the property's listing in Search and Maps. Hotels have a rule of their own that many owners miss. We read Google Business Profile Help and the Google Maps content policy (links at the end). We only give what they say; where we could not confirm something, we say so. This is not legal advice: Google's policies change and the official pages are what count.

Summary

There are three post types: Updates, Offers and Events.
Hotels can create local posts with relevant, timely information, but not offer posts or any post that mentions or links to deals, promotions, special offers or discounts.
Posts older than 6 months are archived unless a date range is set.
Google may remove posts with unverified contact information (phone numbers, email addresses, social media handles); you can attach a «Call now» button instead.
Google does not say that posting improves local ranking.

The three post types

According to the help page «Create & manage posts on your Business Profile»:

Updates: business news, with a description, photo or video and an action button linking to a site to book or learn more.
Offers: sales or deals, with a required title, dates and times and a «View offer» button; coupon code, link and terms are optional.
Events: title, start and end dates and times; without times the event shows for 24 hours on those dates.
A post can be live (shown on Search and Maps), pending (not shown, for example if the profile is unverified) or not approved (it breaks the policy).

Can hotels use them?

Yes, with a limit. The posts content policy says hotels can create local posts to provide relevant, timely information, but cannot create offer posts or any post that mentions or includes links to deals, promotions, special offers or discounts. Google says this is so customers don't get confused about where to find organic and ad prices on the hotel listing. Google's hotel best-practice playbook recommends using Updates and Events. We could not confirm whether the rule applies in the same way to B&Bs or holiday apartments: the help page says «hotels».

Content rules

You are responsible for making sure your content complies with applicable law.
Contact details: Google may remove posts with unverified contact information (phone numbers, email addresses, social media handles). Attach the «Call now» button, which uses your verified number, instead.
The Maps policy does not allow merchant posts to include email addresses, phone numbers, social media links or links to other websites that are not related to the business.
Misleading content, misrepresentation, off-topic and repetitive content are not allowed either.
For hotels: no discounts, «special offer», «-20%» or links to promotions, even inside an update.

Photos, videos, text and duration

Profile photo and video requirements: photos JPG or PNG, 10 KB to 5 MB, recommended 720 x 720 px (minimum 250 x 250); videos up to 30 seconds and 75 MB, 720p or higher. Whether exactly the same applies to posts is not confirmed.
Text length: not confirmed. Third-party tools mention 1,500 characters, but we did not find it in Google's official help.
Duration: posts older than 6 months are archived unless a date range is set; events show on their dates.

Do posts affect ranking?

Google does not say so. Its local ranking page talks about relevance, distance and prominence, and recommends verifying the profile, keeping information up to date, responding to reviews and adding photos and videos; it does not mention posts. It also says you cannot request or pay for a better ranking. The hotel playbook only says posts help you stand out on Search and Maps.

What to do as a hotelier

Verify the profile first: unverified, the post stays pending. We explain it in our guide /verify-google-business-profile-hotel-2026.
Post real updates: season opening, finished renovations, a new breakfast, reception hours.
Use Events for what happens at the property: tastings, concerts, restaurant dates.
Keep reduced prices, discounts and codes out of the text; use the «Call now» button for your phone.
The action button can link to your direct booking site.

How iQuota helps

We make your property available to AI assistants through a connector, with direct booking, payment at the property and 0% commission, plus an official page you can link from your posts' button. Nobody can guarantee that an AI or Google will recommend you.

Want an official booking page AI can read and a connector with your real prices, commission-free? The first 30 hotels join free until 30 June 2027.

See the Founding Hotels programme

Frequently asked questions

Can a hotel publish an offer on Google?

No. Google's policy says hotels cannot create offer posts or posts that mention or link to deals, promotions or discounts. They can publish updates and, according to Google's hotel playbook, events.

Can I put my phone number in the text?

Better not: Google may remove posts with unverified contact information. Use the «Call now» button, which uses your verified number.

How long does a post last?

Posts older than 6 months are archived unless a date range is set. Profile photos: JPG or PNG up to 5 MB; videos up to 30 s and 75 MB.

Sources

More guides for hotels

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